Cadbury bills new Choclairs Gold as the 'Atom Bomb' of chocolates

Watch the ad film conceptualised by Contract Advertising here

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An ad film for Cadbury Choclairs Gold conceptualised by Contract Advertising has been live on social media from 16 June.

Set outside a cinema, the film opens asking viewers how big they would open their mouths for the new, big Choclairs.

What follows is a comedy of errors involving mistaken identity. A man stuck as the back of the line for tickets calls out to a ‘madam’, for taking too long to get a ticket. The heckler is put in place when the parent corrects him, pointing out that the ‘madam’ is in fact his son.

In an attempt to salvage his pride, the heckler asks the ‘father’ to get his son cut his hair. Once again he is at the receiving end as it is revealed that the father was in fact the boy’s mother.

The frame freezes and the protagonist's mouth opens wide, as the voice over says, “Itna bada moo khologe” (This is how big your mouth will open). The film ends with the heckler enjoying his Choclairs, literally drooling in pleasure.

Amit Shah, associate director - marketing (gum, candy and beverages), Mondelez India, said, "In India, since its inception, the consumer's changing tastes and preferences have been at the core of our product innovations for Cadbury Choclairs. In its new avatar, Cadbury Choclairs Gold, offers a bigger sized candy with more chocolate at the centre that would give our consumers the right chocolaty experience that they know and love so much. In a very

light-hearted setting, the latest TVC aims to highlight this and thereby differentiating from other offering."

Kapil Mishra, ECD, Contract Mumbai, added, "The mouth goes beyond its capacity to open big when in shock. The creative idea in this film is about trying to recover from a small shock only to get punched by a bigger one."

Credits

Client: Mondelez India

Associate director - marketing (gum, candy and beverages): Amit Shah

Creative agency: Contract Advertising

National creative director : Ashish Chakravarty

Executive creative director: Kapil Mishra

Creative director: Nikhil Mehrotra, Brijesh Parmar

Copywriter : Zahid Ali, Kapil Mishra

Account management: Geet Nazir, Dhara Kotadia, Ankita Suraiya

Account planning: Mehul Shah, Carl Daji, Almas Ahmed

Agency producer: Mahendra Solanki

Production house: Jamic Films